How the 5 R's Protect You from the 'Frankensteining' of Your Website
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How the 5 R's Protect You from the 'Frankensteining' of Your Website

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You just launched a new website! Now what? Who will add and update content, support content approval and workflow? Do you have clear rules and style guidelines in place? Launching your website is just ...

You just launched a new website! Now what? Who will add and update content, support content approval and workflow? Do you have clear rules and style guidelines in place? Launching your website is just the first step. This presentation offers opportunities to learn how to establish a governance plan that defines the rules and procedures around how your organization manages and publishes content to your website, and how to ensure those procedures are followed.

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How the 5 R's Protect You from the 'Frankensteining' of Your Website How the 5 R's Protect You from the 'Frankensteining' of Your Website Presentation Transcript

  • #webgovernance @dianeyoshi @CASEWaves GOVERNANCE HOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE presented by: &
  • Introductions Diane Laurie President & CEO VisionPoint Marketing Associate VP of Communications Wake Tech CC
  • About Wake Tech > > > > > > Chartered in 1958, First opened its doors in 1963 Largest CC in North Carolina, serving over 66,000 students 5 campuses, 2 training centers 1st All-LEED campus in the U.S. Hallmark programs: Nursing, Culinary Arts, Simulation & Game Development Recently revamped website & brand with VisionPoint
  • About VisionPoint > > > > > > Established in March 2001 & located in Raleigh, NC Specialize in online marketing consultation and execution in higher ed Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC Web, branding, inbound marketing, advertising, strategy, consultation, etc. Focus on what’s right for our clients (no ‘one size fits all’ approach) Speaking on HE marketing at CASE, AMA, eduWeb + regionally
  • This will not be fun
  • Setting Expectations Casual: ask questions / interrupt Lots to cover (has everyone had their coffee?) Q&A time at end A few HOT transitions!
  • #webgovernance @dianeyoshi Agenda 1. What is WG & why is it so important? 2. Laying the groundwork 3. Creating your plan (the 5Rs) 4. Putting it into action 5. Q & A @CASEWaves
  • #webgovernance @dianeyoshi Why are YOU here? @CASEWaves
  • What is website governance & why is it SO important?
  • #webgovernance @dianeyoshi @CASEWaves Website Governance Your institution’s structure of people, process and policies to maintain and manage your website over time.
  • #webgovernance @dianeyoshi well-meaning content contributors can’t contribute @CASEWaves content & design is off brand investment into new website wasted cobbled-together, rogue websites & non-approved sections poor content quality (bad grammar, photos, video, etc) one group or person being a bottleneck for getting content published
  • Okay, so how do I build a governance plan?
  • Laying the groundwork
  • #webgovernance @dianeyoshi Steps to building a solid foundation 1. 2. 3. 4. Define goals (vision for future) Conduct current-state analysis Get executive level support Build your teams @CASEWaves
  • #webgovernance @dianeyoshi @CASEWaves 1. Define goals (vision for future) > What are the general institution goals as they pertain to content? > Which publishing model fits your culture the best? > Which roles / people will be involved?
  • #webgovernance @dianeyoshi @CASEWaves A robust, cohesive website with lots of useful and compelling content published by SMEs, that supports our brand and motivates our target audiences.
  • #webgovernance @dianeyoshi @CASEWaves 2. Conduct current state analysis > > > > What is your content culture like? What types of resources do you have? What tools do you have (style guides, content guidelines, etc.)? What challenges is your institution facing (tech, political, etc.)?
  • Tuition & Fees Cost Comparisons Financial Aid Scholarships
  • Tuition & Fees Cost Comparisons Financial Aid Scholarships
  • #webgovernance @dianeyoshi @CASEWaves 3. Get executive level support > Leadership NEEDS to understand the value of the web & content > Plenty of research and stats about importance of website to prospective students & other constituent groups
  • #webgovernance @dianeyoshi @CASEWaves Content is KING Great site = great content = many content contributors = unwieldy
  • #webgovernance @dianeyoshi @CASEWaves 3. Get executive level support > Define value at the executive level by addressing things they care about like: > > > > > ROI (decreased ROI to marketing efforts if web not a priority) Impact on brand perception Cost savings (no need for costly redesigns, efficiencies = cost savings, elimination of overspending on outside tech & consultants) Impact on culture Lost opportunities for Alumni, Advancement goals (not just about prospective students) > Build case for many people to be involved
  • #webgovernance @dianeyoshi 4. Build your teams > Web Management Team (WMT) > > > > Marketing Strategy / Communications / PR Content Development (writing, video, etc) Technology Design > Web Advisory Committee (WAC) > > The most influential people from each unit who ‘get’ what you’re trying to do. Evangelists > Executive Leadership > Important to have their presence at key meetings > Encourage informal groups > > Content developers Students bloggers @CASEWaves
  • Creating your plan (the 5Rs)
  • *DISCLAIMER This is a STRUCTURE for creating a plan. The actual details will be unique based on your individual goals, resources and culture.
  • The 5Rs * 1 2 Responsibilities Roles 4 Rules 3 Relationships 5 Review * Special thanks to Candi Harrison: http://candioncontent.blogspot.com
  • #webgovernance 1 Roles
  • Roles Responsibilities Relationships Rules Review Who’s involved? Anyone that has a role in doing something for the web operations in a routine way such as: > producing content > reviewing content > editing content > maintaining content > contributing to overall website strategy & policy > supporting & enforcing policy > tech, UX, brand decisions
  • Roles Unit Leader Responsibilities Relationships Rules Review Content Owner Content Contributor Content Editor Hands-on Web Management Team Information Technology Services Web Advisory Committee Oversight & Advisory Executive Leadership Leadership
  • #webgovernance 2 Responsibilities
  • Roles Responsibilities Relationships Responsibilities Each of the various players’ responsibilities > What do each of the Roles do? Rules Review
  • Roles Unit Leader Responsibilities Relationships Rules Review Content Owner Content Contributor Content Editor Hands-on Web Management Team Information Technology Services Web Advisory Committee Oversight & Advisory Executive Leadership Leadership
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Deans, Senior Directors, VPs and other unit leaders within the college > Responsible for driving the overall content strategy (unit-specific positioning, messaging, tone & voice) > > Designate Content Owners and approve recommended Content Contributors & Content Editors Ultimately accountable for the accuracy & quality of content, as well as to adherence to standards & processes Review Hands-on
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Communications specialists, mid-level managers, etc. > Determine what type of content gets published, how frequently it gets published and who publishes it > > > > Responsible for recommending Content Contributor(s) and Content Editor(s) within their unit Responsible for certain content in which they are expert May create, approve and post content Accountable for the accuracy & quality of content, as well as to adherence to standards & processes Review
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Experts in specific types of content > Responsible for the creation of certain content in which they are expert > > May post that content to the website Trained in the use of CMS editing functions and website standards & processes Review
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Strong grammar, editorial background, attention to detail > Responsible for reviewing and editing content provided by the Content Contributor for grammar, content standards, and tone & voice prior to it being published on the site > > May post that content to the website Trained in the use of CMS editing functions and website standards & processes Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Web Advisory Committee Rules Oversight & Advisory Marketing/Communications/PR/Web Team > Directly responsible for administration and overall success of website. Also responsible for: > > > > > > > Strategic planning to meet college online communication goals Training all Content Community Compliance enforcement of standards and policies Review of unit-specific development projects Acts as both the content contributor and content owner for college-wide content (versus ‘unit-specific’ content) of the website Advises on content strategy for website Can initiate introduction of policies regarding the management of website, strategy and content Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Rules Web Advisory Committee ITS, Webmasters, Developers > Provide support to WMT and WAC on technology related decisions (CMS, 3rd Party, etc) > Responsible for implementing the administration of roles and permissions within the CMS Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Rules Web Advisory Committee Includes representatives from across the institution (aka: WAC) > Provides the WMT with broad-based input on web issues that have a bearing on governance > > > Provide input on major development projects that have a deep impact on the site’s overall strategy, IA, technology and / or functionality May support the WMT on issues of compliance enforcement Develop policies regarding the website and make policy recommendations to Executive Leadership for final approval Review
  • Roles Responsibilities Relationships Rules Executive Leadership President, Vice Presidents, Deans, Directors, etc > Defines strategic role of website in the college > > Ensures website’s development and maintenance are adequately resourced Broad authority that can set policy, settle disputes and enforce compliance Review
  • #webgovernance 3 Relationships
  • Roles Responsibilities Relationships Rules Relationships How the roles interact with one another, including: > Who trumps whom and how > The checks and balances to maintain the efficiency of the system Review
  • #webgovernance @dianeyoshi Unit Leader Content Owner Content Contributor Content Editor Web Management Team Information Technology Services Web Advisory Committee Executive Leadership @CASEWaves
  • #webgovernance @dianeyoshi Unit Leader Content Owner Provide direction to Content Owner for their unit’s content Content Contributor Defines messaging strategy @CASEWaves Content Editor Information Technology Services Web Advisory Committee Guidelines Executive Web Leadership Management Team Must comply with guidelines, owned by the WMT
  • #webgovernance @dianeyoshi Unit Leader Content Owner Content Contributor Content Editor Web Management Team Information Technology Services Web Advisory Committee Executive Leadership @CASEWaves
  • #webgovernance @dianeyoshi Content Contributor Unit Leader Unit Leader is informed by WAC and enforces action against Content Contributor WAC recommends disciplinary action Web Advisory against Content Committee Content Contributor Editor Content Owner Web Management Team @CASEWaves Information Technology Services Executive Leadership has final approval or veto power Executive Leadership
  • #webgovernance @dianeyoshi Unit Leader Content Owner Content Contributor Content Editor Web Management Team Information Technology Services Web Advisory Committee Executive Leadership @CASEWaves
  • #webgovernance @dianeyoshi Content Owner Unit Leader @CASEWaves Content Owner identifies need for 3rd party app & requests permission from Unit Content Content Leader Contributor Editor WAC consults ITS Web Management Team Web Advisory Committee WAC approves or rejects request Unit Leader submits request to WAC Information Technology Services Executive Leadership
  • #webgovernance 4 Rules
  • Roles Responsibilities Relationships Rules Review Rules A set of documents including supporting policies, procedures and/or guidelines that are required for use by the roles as they write, review, edit, approve/reject and publish content. They may include the following:
  • Roles Responsibilities Relationships Rules Review Content Guidelines > > > > > > Appropriate content Writing for the web Writing styles Multimedia content Accessibility & SEO Accurate & interesting content > Nomenclature > Formatting > etc.
  • Roles Responsibilities Relationships Brand and Style Guidelines Rules Review
  • Roles Responsibilities Relationships Content Workflow Process Rules Review
  • Roles Responsibilities Relationships Rules Social Media Integration and Publishing Policies Review
  • Roles Responsibilities Institution-wide Policies Relationships Rules Review
  • #webgovernance 5 Review
  • Roles Responsibilities Relationships Rules Review Review How you ensure that those in your content community are following the rules AND that your publishing process is efficient AND that your website is achieving its goals and is maintained over time.
  • Roles Responsibilities People Relationships Process Rules Review Performance
  • Roles Responsibilities People Relationships Rules Process Performance People Reviews accountability and makes sure people do what they’re supposed to do. > How do you track non-compliance? > What do you do if someone doesn’t comply? Review
  • Roles Responsibilities Relationships Rules People Process Review Performance Process Reviews whether or not you have the right processes in place and that your plan is working efficiently. > How do you ensure content community is comfortable with the workflow process and it is serving their needs? > How do you ensure that all roles are designated by their unit leader and trained appropriately? > What workflow controls will be implemented through the CMS to ensure content contributors can access only their assigned content?
  • Roles Responsibilities Relationships Rules People Process Performance Performance Reviews the quality of your website. > Is your website achieving its goals? > Are you meeting the needs of your audience? > Are you communicating effectively? Review
  • Roles Responsibilities Structure & Metrics Relationships Rules Review
  • Roles Responsibilities Structure & Metrics Relationships Rules Review
  • Roles Responsibilities Structure & Metrics Relationships Rules Review
  • #webgovernance Putting it into action (It looks good on paper, but . . .)
  • #webgovernance @dianeyoshi @CASEWaves Put plan into action (suggestions/best practices) Start with ‘friendlies’ > > Roll it out little-by-little. Start small and start with closest allies. Once wrinkles are ironed out, roll it out to more units. Build a community > > > Face-to-face training is a great opportunity for this. Celebrate successes (as opposed to just enforcing) Encourage informal groups Create a home > Provide support tools that content community can access on their own (micro site that houses all governance, policies, links, resources, contact info, best practices, tips, etc) Be patient > > You will have a hybrid centralized and decentralized system for a while. It can take years to achieve your vision. Making it stick > > > Put policies in place Have leadership visible at beginning of project and at key milestones Be nice but persistent
  • Thank you! • follow VisionPoint: @vispoint | @dianeyoshi For more Higher Ed marketing insights, industry trends and case studies, subscribe to our monthly email newsletter eduInsights. Sign up online by clicking here or go to: visionpointmarketing.com/eduweb